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Over 250 patients from three complementary medicine practices—acupuncture, osteopathy and homoeopathy‐completed a questionnaire rating 20 potential reasons for seeking complementary treatment. The reasons that were most strongly endorsed were ‘because I value the emphasis on treating the whole person’; ‘because I believe complementary therapy will be more effective for my problem than orthodox medicine’; ‘because I believe that complementary medicine will enable me to take a more active part in maintaining my health’; and ‘because orthodox treatment was not effective for my particular problem’.

Five factors were identified, in order of importance: a positive valuation of complementary treatment, the ineffectiveness of orthodox treatment for their complaint, concern about the adverse effects of orthodox medicine, concerns about communication with doctors and, of less importance, the availability of …